271993 I Had

Tuesday, October 30, 2012 : 3:18 PM - 3:24 PM

Cynthia Gelb , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta, GA
Lindsey Polonec, MA , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta
Jennifer Chu , Social Marketing, Ogilvy Washington, Washington, DC
Lauren Grella, MA , Social Marketing Group, Ogilvy Washington, Washington, DC
Alexandra Vaughn , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
Michaela Thayer , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
Alexandra Hughes, MPS , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
“I Had” – a 60-second public service announcement (PSA) – was developed by the Centers for Disease Control and Prevention (CDC) in support of the Inside Knowledge: Get the Facts About Gynecologic Cancer campaign. The campaign raises awareness of the five main types of gynecologic cancer: cervical, ovarian, uterine, vaginal, and vulvar. It encourages women to pay attention to their bodies and know what is normal for them, so they can recognize the warning signs of gynecologic cancers and seek medical care. The campaign's primary target audience is women ages 40-60 years.

This PSA offers “inside knowledge” about gynecologic cancer, and features several women who describe the warning signs and symptoms related to the five main gynecologic cancers. The PSA advises women to know what is normal for them, and if they think something is wrong, to see a doctor and ask about gynecologic cancer.

The CDC's approach to “I Had” is rooted in findings from research conducted in 2009 with women in 7 cities across the United States. In 48 focus groups with women aged 40-60, the CDC explored knowledge, attitudes, beliefs, and behaviors related to gynecologic cancer and tested creative approaches to ensure effectiveness of campaign materials. This research demonstrated that misconceptions about gynecologic cancer were common, and that creative approaches using testimonials, woman-to-woman communication, and featuring women of diverse racial and ethnic groups were most appealing to the campaign's target audience. Accordingly, “I Had” utilizes an approach that exposes the audience to the varied list of gynecologic cancer symptoms in a simple, straightforward manner. In addition, the PSA features a diverse group of women sharing their experiences regarding their gynecologic cancer symptoms “woman-to-woman.”

“I Had” is available in 30- and 60-second lengths, and in English and Spanish. The 60-second PSA is available at http://www.cdc.gov/CDCTV/GYN_IHad/.

Learning Areas:
Administer health education strategies, interventions and programs
Other professions or practice related to public health
Planning of health education strategies, interventions, and programs
Public health or related education

Learning Objectives:
1. List warning signs and symptoms associated with gynecologic cancer. 2. Develop messaging that incorporates information about several types of cancer into a single communications platform. 3. Formulate compelling public health messaging for women aged 40-60 years on gynecologic cancer.

Keywords: Cancer Prevention, Women's Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I oversaw the development of “I Had” from conception to production and distribution, including working with the CDC to apply research findings to our creative approach. I am also responsible for the ongoing evaluation of “I Had” through monthly monitoring of the PSA’s cumulative impressions and ad value.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

Back to: 4307.0: US Film Festival Session 3